Specifications include, but are not limited to: Strategy and Concept Development: Contractors selected to work with the State should be able to develop strong concepts and strategies, articulated in the form of marketing plans and campaign proposals, to lay the foundation for effective and efficient creative work. Creative work should always have a strategy behind it, as well as anticipated outcomes that can be measured after creative materials are deployed, to gauge the success of the campaign. Services may include strategic positioning, goal development, brand planning, competitive market assessments, qualitative or quantitative market research, survey development and analysis, identification of target audiences, prioritization of tactics, budgeting, and development of performance metrics. Creative Services: Under direction from the State, Contractors will develop and implement creative assets to bring promotional campaigns to life, including collateral and identity materials, broadcast/video production, print/out-of-home/digital advertising assets, etc., to maximize impact, efficiency, and protection of the state brand/reputation and rights in the use of promotional designs. Creative design work, in the form of copywriting, graphic design, video production, etc., must be developed with eye toward coordination across marketing initiatives to help the State ‘speak with one voice,’ while at the same time, maintaining a focus on the specific messages, targets and objectives of the individual Department or project.
